Case Study: Zero Breast Cancer

Success is measured in different ways by different companies. Non-profits have their own completely different set of metrics from other businesses which can include, awareness, education, and behavior change. With Zero Breast Cancer’s GENERATIONS campaign, we aimed for all three. Zero Breast Cancer is a non-profit dedicated to eliminating exposures to chemicals that contribute to breast cancer. We’d work with them twice in the past on video campaigns for youth. This time out they were looking to expand awareness about phthalates and other endocrine disrupters that are found in many household products like plastic food containers, makeup, and pesticides. They approached Hurricane Images and my colleague, Lori Wohl Sanchez of Lauren Wohl Design to create a set positive, educational posters.

Zero Breast Cancer (ZBC) operates in a highly collaborative manner, and includes advisory members from the community to help guide their messaging. We developed a number of options and ideas for ZBC, and focus-group tested them with their constituents and advisory group. We evaluated different illustrations, line art, photography, and logos, as well as fonts and colors.

Working on small budget projects has its challenges, but one of the delightful aspects of working with limits is the ability “bring the family in.” Looking back at the final choices of the focus group, advisory panel, and ZBC, I was happily surprised that Lauren and I’s families were highlighted in the imagery. Among the many hands you’ll find mine, my son’s, and my wife’s; as well as Lauren’s daughter and husband.